Shein is one of the most successful fast fashion businesses in the world. Known for its £5 t-shirts, £7 jeans and £15 cocktail dresses, the Chinese e-commerce company is not transparent about its practices, but controls 40% of the fast fashion market share in the US. It works differently to high street retailers like H&M and Zara, relying on cheap influencer marketing, online sales, and outsourcing labour to countries where wages are lower. But how else is fast fashion competing to fill your wardrobe for the lowest possible price?
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